11.16.2007
Circuit City sniffs for new mascot
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Does your pooch have the star quality for a prime-time television commercial?
Circuit City is looking for just the right dog to serve as mascot for its firedog computer-services unit.
The chosen pet has to be fun, professional, loyal, quick and intelligent, the retailer said.
The competition could be fierce — the Henrico County-based chain has thrown the bone out nationwide, and in nearly two weeks more than 2,000 dogs are vying for the casting couch.
“Gosh knows, people love their dogs,” spokesman Jim Babb said. “It is a fun way to build brand awareness and to drive home the point that our technicians are eager to help and please.”
The contest, which Circuit City is conducting with Kodak, also will raise money for animal shelters.
Here’s how it works
Have a telegenic pooch.
By Dec. 8, submit a digital photo of your dog — make sure it shows your pet’s best side — at http://www.firedog.com/kodak.
A panel of judges made up of photography experts from Circuit City and Kodak will look at the images and select 20 finalists.
Dog lovers and others across the nation will get to vote for the star dog from Jan. 6 to 26. One vote per person.
The winning dog gets to star in the TV commercial.
But there’s more: a $51,000 donation to a local humane society of the winner’s choice (there are, of course, legal restrictions as to what qualifies as a humane society), a Kodak Easyshare digital camera and camera dock, a $1,000 Circuit City gift card and a Kodak Easyshare all-in-one inkjet printer.
Runners-up get prizes, too: a $1,000 Circuit City gift card, a $1,000 donation to a local humane society of your choice and a Kodak Easyshare all-in-one inkjet printer.
Humane societies chosen by the 20 finalists can get more. A prize pool will be created with Circuit City kicking in $1 for each online vote, up to $100,000. The money will be shared among the humane societies based on the percentage of votes cast for each of the finalists.
“The idea is to try to find the right dog but also to spread the prizes around and do some good for these animal shelters,” Babb said.